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TRANSCRIPT
12 WAYS TO GROW A CONTRACTOR
BUSINESS IN 2018Brian Basilico
Author • Speaker • Online StrategistB2b Interactive Marketing, Inc.
www.B2b-IM.com • [email protected]
Ellen Huxtable, MBAAdvantage Business Concepts
GROUND RULES
• 3 Hours
• 6 Sections Each - 12 Topics
• Ellen - Tradition Marketing
• Brian - Digital Marketing
• Break 1/2 Way - 10-15 Min
• Take Notes - Silence Tech
WHAT TO EXPECT?
• 12 Steps
• 6 Each - Ellen & Brian
• 10-15 Minute Segments
• $100 Ideas - How Many
• Action Is Up To You
Ready To Learn?
1ST: GET NOTICED -GET A MESSAGE THAT SELLS
TARGET YOUR CUSTOMERS
• Consumer
• User, Purchaser, Influencer
• Company
• User, Purchaser, Influencer
ANALYZE THEM
• Contact points
• Emotional triggers
• Overwhelming pain, insatiable desire
• Trigger events or conditions
GET NOTICED
• Extreme pain, fear or desire relieved
• Emotional ties
• Trigger events or conditions
THE RIGHT MESSAGE, THE RIGHT EMOTION,
THE RIGHT TIME
2ND:CREATE YOUR MARKET
BLUE OCEAN STRATEGY
• Be the best choice.
• Customer, + Competition = Create your position
• Create your message
THE RED OCEAN
• You are not alone in the marketplace
• Sharks rule
• Maximum effort, minimal success
KNOW YOUR COMPETITORS
• Who are they?
• What appeals to customers?
• What more do customers want?
• Who else is a competitor?
CREATE “WOW”
• Create something new
• Decide where to compete and where to pass
• Eliminate losers
• Add from other industries
KNOW THE ANSWER
• Why choose you and not a competitor? = Your USP
• Why buy at all?
THIS IS YOUR CORE MESSAGE
COMPETE ON YOUR TERMS
• Your customer: end user, purchaser, influencer
• Relief, emotions, trigger
• The pain competitors don’t ease
YOUR BLUE OCEAN
3RD: BLUE OCEAN -STAND OUT FROM THE CROWD
THE BIG FISH• Unlimited Resources
• Teams Of People
• Marketing System & Plans
• Results Driven = MONEY
• Measurable ROI
• Slow To Adjust
THE LITTLE FISH• Limited Resources
• Lack Of People
• Wish Marketing
• Hope? = Cost Avoidance
• Hard To Measure ROI
• More Flexible & SWIFT
KNOWLEDGE TRANSFER
PLAY IN THE BLUE OCEAN
• What Makes You Different?
• Be Creative
• Use Multi Media
• Pick Up The Phone
• Take Before/After Pics
5 QUICK POWER TIPS…
• Work To Your Strengths
• Hire To Your Weaknesses
• Tell Your Story
• Sell Emotions Not Service
• Get Testimonials
4TH: GET INCREDIBLY CREDIBLE
GET CREDIBLE, GET KNOWN
• Build Awareness
• Traditional Media
• Social Media
• Publications: Books, Blogs, Articles
FACE TO FACE CREDIBILITY
• Be seen; share your knowledge
• Networking
• Presentations
CREDIBILITY FROM TRUSTED SOURCES
• The strongest.
• Word of mouth
• Power partnerships
• Testimonials
CREDIBILITY AND MARKETING
• Document testimonials
• Highlight accreditations, certifications, relevant degrees
• Highlight community service
5TH: BUILDING SYSTEMS -SELLING 24/7
TRADITIONAL TOOLS
• Networking
• One-On-Ones
• Print Mail
• Telephone
• Chamber Of Commerce
DIGITAL TOOLS
• Website
• Original Content
• Video
• Social Media
TIME MANAGEMENT
TASK Management
TASK MANAGEMENT
• Define Touches
• Schedule EVERYTHING
• Delegate
• Measure Results
• Engage Your Staff/Vendors
5 QUICK POWER TIPS…
• Treat Marketing Like A Client - If You Ignore?
• Track CPA - Acquisition
• How’d You Hear About?
• Monthly Reports
• Use Your Pics - Stock Art?
6TH: PAN FOR GOLD -MINING YOUR OLD CLIENTS
WATER THROUGH THE PAN
• Leaky Faucet
• Past Clients
• One And Done?
• In Your Quickbooks?
• Social Media - Community - Groups
THE GOLD RUSH
• Repeat Business
• Passive Income?
• Thing of The Month Club
• Referrals
• Testimonials
COMMUNICATION STRATEGY
PANNING FOR GOLD
• Collect Emails
• Use A Program - Aweber
• Weekly Tips & Coupons
• Monthly Print Cards
• Quarterly Phone Calls - Ask For Permission
5 QUICK POWER TIPS…
• 5-10 Calls A Week?
• Email A Week - 52 Times
• Post Card A Month - 12
• Phone Call A Quarter
• Repeat or Annual Gift?
QUESTIONS? Ellen Huxtable, MBA
Advantage Business [email protected]
Brian BasilicoB2b Interactive Marketing, Inc.
NEED A BREAK?
10 Minutes
7TH: MAXIMIZE THE OFF-SEASON
TRADITIONAL OFF-SEASON STRATEGIES
• Evergreen services
• Promos
• Prepare for the rush
4 POSSIBILITIES• New products to
existing customers
• New products to new customers
• Current products to new type of customer
• Current products to current customers
BLUE OCEAN IDEAS• Sell expertise; DIY
training, shop classes
• Market to long lead-time customers
• Sell a different product (analyze the ocean first!)
• Make a new product or service from what you have
MORE IDEAS
• Find or create new trigger events
• Explore different emotional triggers: bragging rights vs. equipment failure?
• Create a luxury market
REMEMBER MAINTENANCE
• Nurture relationships
• Keep top of mind awareness
• Plant ideas for upsells
8TH: BUILD DIGITAL ASSETS -ORGANIC VS PAID ADS
PAID ADS - MIX THEM IN
• People Are Bombarded
• It’s Noisy Out There
• Everyone’s An Expert…
• Hard To Quantify
• No Money = No Ads
ORGANIC = ORIGINAL• Meet People Where They
Are At…
• Top Of Mind
• Less Intrusive
• Infotainment
• Stand OutFrom The Crowd
CREATING ASSETS
• Tell Stories
• Teach Concepts
• Looks Helpful = Care
• Which Season?
• Plan/Deliver Content
5 QUICK POWER TIPS…
• 1300 Word Posts & Pic
• Write Blogs or Articles
• Do Short Videos
• Publish Everywhere
• Build A Library
9TH: DEFEND YOUR TURF
STAYING ALIVE: DEFEND YOUR TURF
• Old is dead
• Technology accelerates
• Prepare for interlopers
• Watch the big guys
• Economic & global trends
STAY AHEAD OF THE PACK
• Research, reinvent, reposition, renew, reach out, review
STAY AHEAD OF THE PACK
• Change your:
• Target market
• Product
• Delivery
• Packaging
10TH: SOCIAL PRESENCE -MAXIMIZE IT
PLATFORMS• Facebook
• Google+
THE GOOGLE ECOSYSTEM• Google Search
• Business
• Maps
• Google+
• Reviews
• Analytics/Search Console
YOU DON’T OWN IT
BEST PRACTICES
• Post Daily
• Sell Seldom
• Use Pictures
• Engage With People
• Be Patient - Lightening In A Bottle
5 QUICK POWER TIPS…
• Business Page to Personal
• Content Is King
• Consistency Is Queen
• Pictures = Views 70%
• Engagement = More Eyes
11TH: MARKET SMART - MARKET FOR PROFIT
PROFIT VS. ACTIVITY
• The goal is profit
• Revenue is not income
• Invest time and money wisely
TRACK IT.
• Poll your customers
• Map revenue to referral sources
• Remember that unnamed sources may have an impact
• Know your return on investment
POWER UP MARKETING• Evaluate
• Strategize
• Make a change. Take action. Ready, fire, aim.
• Give it a chance
• Assess
• Adjust
DELIVER ON THE PROMISE
• Everything is marketing
• Processes, procedures
• Image
• Service
• Over-deliver and delight
12TH: CORPORATE CLIENTS -PROSPECTING ON LINKEDIN
THE BIG FISH
• Corporate
• Property Managers
• Referral Sources
• Repeat Business
• No Cat Videos 🤪
LINKEDIN PARTS
• Your Profile
• Connections
• Jobs
• Messages
• Recommendations
BUSINESS 2 BUSINESS
LINKEDIN TO-DO LIST
• Polish Your Profile
• Make “LOCAL” Connections
• Potential Clients
• Power Partners
• Post Great Content
5 QUICK POWER TIPS…
• Get On There
• Be Consistent
• Create Your Story
• Add Website & Media
• Message Connections
What Was Your Biggest Takeaway?
Did You Learn Something Today?
ADDITIONAL OPPORTUNITIES
• Ellen
• Masterminds
• Retreats
• Brian
• Coaching
• Courses
QUESTIONS? THANK YOU!
Ellen Huxtable, MBAAdvantage Business Concepts
Brian BasilicoB2b Interactive Marketing, Inc.